LEGO Group Partners with Sanrio to Introduce Hello Kitty and Friends in New Brick Form

A New Era of Fun: LEGO Group and Sanrio Join Forces

The LEGO Group and Sanrio Co., Ltd. have officially launched an exciting partnership that will bring beloved characters from the Hello Kitty universe to life in the form of LEGO bricks for the very first time. Announced on October 6, 2026, this collaboration promises to create a delightful range of unique LEGO products inspired by one of the most iconic characters in global pop culture. Fans can expect these engaging new sets to hit the shelves in 2027.

As two renowned brands known for their deep-rooted connections to joy and creativity, the LEGO Group and Sanrio are poised to develop unparalleled experiences that resonate with audiences of all ages. With a remarkable history extending back 94 years, the LEGO Group is celebrated for its innovative play experiences centered around its iconic brick. Meanwhile, Sanrio has become synonymous with happiness and friendship, bringing to life characters that have captured the hearts of fans worldwide. By converging their strengths, the two companies aim to enchant enthusiasts and inspire young creatives alike.

Embracing Nostalgia and Innovation

Lena Dixen, Senior Vice President of Global Product Groups at the LEGO Group, expressed her enthusiasm about this partnership, stating, "We are thrilled to reveal this collaboration with Sanrio, introducing Hello Kitty and her friends as LEGO characters for the first time. Hello Kitty is an iconic figure who has united generations through her universal appeal. The limitless possibilities that LEGO provides align perfectly with Hello Kitty's charm, and together, we hope to create unforgettable moments of joy and fun."

Wataru Nakatsuka, Senior Managing Director of Sanrio, shared his excitement as well: "This partnership with the LEGO Group marks a significant milestone for us as we work to reimagine our beloved characters through the joy of LEGO play. Our vision of 'One World, Connecting Smiles' drives us to create meaningful interactions for people everywhere. We are eager to see how this collaboration sparks creativity and spreads joy across generations."

Hello Kitty: A Global Icon

First introduced in 1974, Hello Kitty stands as one of the world's most recognizable and beloved characters. With over 50,000 types of merchandise sold annually in more than 130 countries, her impact transcends boundaries. Hello Kitty's ability to connect with audiences through storytelling spans various media formats, consumer products, digital content, and immersive experiences. Known for promoting themes of kindness, friendship, and the kawaii culture, Hello Kitty has inspired fans from all walks of life for decades.

As anticipation builds for the upcoming LEGO Sanrio product line, fans can expect to see a variety of set designs that echo the whimsical and heartwarming nature of the Hello Kitty universe. The partnership aims not just to honor the legacy of Hello Kitty but also to inspire new imaginative play experiences for all ages.

What’s Next?

With the official launch of the LEGO Sanrio collection scheduled for 2027, fans are encouraged to keep an eye out for exciting news and updates. By visiting LEGO.com/sanrio, enthusiasts can stay informed about product releases, special events, and more, all dedicated to celebrating the wonderful fusion of two iconic brands.

As the LEGO Group and Sanrio embark on this playful journey together, both companies remain committed to delivering innovative products that foster creativity, bring smiles, and cultivate memories. With a strong focus on collaboration and inspiration, this partnership represents a significant step in bringing the enchanting world of Hello Kitty and her friends into the realm of LEGO, ensuring that joy and imaginative play continue to thrive for generations to come.